Of the many acerbic lines I heard on a recent visit to Australia (winemakers really are a different breed there – in a good way), few matched the pithiness of those delivered by Dave Bicknell.
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As the spirits sector negotiates new drinking habits and different generational needs, there’s been much talk about how brand design has had to change. But what about the words? Jamie Thorp, writer at verbal branding agency Reed Words, looks at how the language of spirits is evolving, too.
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What’s the point of tasting notes? Who are they actually for? Who reaps the benefit, for example, of reading that a wine has notes of “gentian, elderflower, seaweed, mussels, salt spray, chicken stock, sage, fennel, peach kernel, lemon, alkali and wet stone”, as David Schildknecht’s highly attuned nose detected in the 2004 Riesling Steinriesler of Nikolaihof Wachau?
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